locally (in a country like Mexico, for example, which has
a large manufacturing base) or import, and just how
much disposable income its residents have on hand to
spend on DRTV products.

“After Mexico, you’d want to go to Chile or
Argentina because their economies are doing well these
days, the disposable income is there and you can sell your
product at a reasonable price,” says Rossi. “Some of the
other countries can be a problem, because the only way
marketers can make it work is by being ‘in-country’ or by
having local people managing your business. If you’re on
the outside, trying to run a distributor relationship, it usually doesn’t work well.”

gious because they are
copying everything from
artwork to the unit itself,”

Behar says. “Generally, the
counterfeited product is so
inferior, it just destroys the
consumer confidence and
sometimes our distributor’s
ability to remain in the
market.”

Despite the obstacles,
both Knight and Behar see significant opportunity for
American marketers looking to sell products and services
via DRTV in Latin America. The trick is to do your
research before going into a country, says Rossi, and
understand all of the rules, regulations and requirements
associated with your product, show and distribution well
in advance of launch.

“American marketers may take some things for granted that just aren’t permissible in Latin America — the
kind of things that could keep you from doing business
there,” says Rossi. “Understand the way business is done
before you get into debt with someone and you’ll save a
lot of money and heartache down the road.” ■

“Brazil is showing a lot of
growth potential. We have seen a
lot of new advertisers come into
the marketplace with Portuguese
creative. ”

Challenges to Overcome

Whether they’re selling pan-regionally, or even to a
particular market, marketers need everything in place as
far as customer service and fulfillment go, before launching a campaign. This is especially true with the big four
countries — Mexico, Venezuela, Argentina and Brazil —
where Knight says smart marketers make sure their distribution infrastructure and backroom fulfillment operations
are ready to go before the first DR spot appears.

“This is no different than dealing with the U.S. market, but some newcomers to DRTV in
Latin America may neglect to factor in
the payment, delivery and other customer service requirements of a successful DR campaign,” says Knight, who
cautions marketers not to expect one
campaign and one system to work
across the board in Latin America, a
region comprising dozens of individual
countries, each with their own customs,
currency and, in many cases, ways of
doing business.

“DR marketers need to have distribution, fulfillment, payment, telemarketing, warehousing and everything
else set up in each country,” says
Knight, who points out that rules for
taxation and importation vary from
country to country as well. “That’s why
it’s so important for media companies
and marketers to work with companies
who have experience in Latin America.
They can help newcomers avoid common pitfalls.”

Counterfeiting poses another challenge, says Behar, who points to
Tablemate’s issues with the crime as
proof of its existence in the territory.
“Counterfeiters are just the most egre-

June 6-8, 2007Manchester Grand Hyatt,San Diego, CA

Response Expo 2007: The premiere event for Direct Response

Marketers from across the country and around the world!

Learn how the best-of-the-best in direct response marketing — television, radio, the
Internet, print and retail — will change your business forever! Discover what major
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Join more than 100 exhibiting companies and thousands of your peers at the one
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If you are a corporate marketer, direct response
executive, advertising executive or part of the direct
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